Consumer Brand Knowledge: a Multiple Memory Systems Model

Consumer memory processes relate to internal mental representations that are not directly observable. We used functional neuroimaging to uncover the memory representations of brand knowledge. We found that, far from a unitary construct, consumer brand knowledge can be decomposed into distinct components corresponding to episodic, semantic, and habit systems.


Ming Hsu and Yuping Chen (2016) ,"Consumer Brand Knowledge: a Multiple Memory Systems Model", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 488-489.


Ming Hsu, University of California Berkeley, USA
Yuping Chen, National Taiwan University, Taiwan


NA - Advances in Consumer Research Volume 44 | 2016

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